App redesign and design system development for e-commerce site
Regalito: concept & design for a gift registry service
role
UI Design
UX Design
Research
duration
8 weeks
objective/problem to be solved
55% of holiday shoppers plan to return or exchange unwanted gifts. How can we improve the gift-giving experience?
user context & needs
our approach
We focused on busy people living in cities that make the majority of their purchases online.
We wanted to understand what people’s experiences with gifting and receiving gifts had been. We used storytelling to find patterns and help us arrive at a solution.
who
A personal project used to improve our entrepreneurial and design thinking skills.
objective/problem to be solved
55% of holiday shoppers plan to return or exchange unwanted gifts. How can we improve the gift-giving experience?
user context & needs
We focused on busy people living in cities that make the majority of their purchases online.
who
A personal project used to improve our entrepreneurial and design thinking skills.
our approach
We wanted to understand what people’s experiences with gifting and receiving gifts had been. We used storytelling to find patterns and help us arrive at a solution.
We used the double-diamond framework in order to understand potential users, define a problem, and ideate and prioritize solutions.
discover: identifying patterns through observation & interviews
We interviewed and observed 8 people to understand what their experiences and relationships with gifting/receiving gifts.
The most significant moments were:
01
“Sometimes I end up regifting.”
02
“If I don’t like it, I’ll just stuff it in my closet.”
03
“There are so many resources online that help me find the best product at the best price, but it’s so time consuming.”
04
“I want them to remember me.”
define: persona development
Interviews and contextual observation helped us uncover patterns. The data we collected helped us develop our persona, Leticia, and her journey map.
leticia
description
goals & expectations
challenges & worries
I’m a money conscious, practical gift giver that takes her time to research products before buying them.
I like to have options.
I like to know the gift I’m buying is worth the price im paying.
I want to know the quality of the things I buy.
I have no clue what to gift.
I’m always stressed out over the idea of people liking my gift.
I hate chasing after people when we buy a group gift.
Leticia’s journey map uncovered pain points and potential solutions.
pain points
opportunities
Forgetting to buy a gift.
Procrastinating buying a gift.
Deciding what gift to buy.
Feeling unsure that her friends won't like her gift.
Reminding Leticia of an event.
Reducing decision paralysis by providing a finite list of things from which to choose.
Giving Leticia a way of knowing what her friends want.
design solutions
Customizing personal wish lists
never get an unwanted gift again
Customizable wish lists allow people to create a list for any occasion—ensuring that people won't get an unwanted gift.
This feature also allowed us to differentiate Regalito from other gift registries that limit people to popular events such as weddings and baby showers.
public wish lists
reducing indecisiveness
By allowing people like Leticia, to see what their friends and peers want, we can reduce decision paralysis.
Group gifting
leveraging friends to give better gifts
Group gifts enable people to give gifts with a heftier price-tag and eliminate the awkward moment of asking a friend for money.
delighter features
01
discover more with tags
People can use tags to widen their search for gifts in any category and help people buy ancillary products.
02
pin a wish
People can "pin" a Wish and save it for later, preventing two people from buying the same gift and preventing purchase drop-offs.
03
news & updates
News and updates will differentiate Regalito from other gift registries by reflecting the social nature of gift-giving and the events that surround it.
retrospective
This project was valuable because we looked at it from multiple angles. We explored ways to respond to user needs but also took into consideration how we could generate revenue. We also used the Business Model Canvas to assess how Regalito could generate revenue (the affiliate mode) and provide value to people. I would like to learn more about what key partnerships a gift registry such as Regalito would need to thrive. Lastly, we could launch Regalito by pitching it to retailers and e-commerce sites because they could benefit from this concept, especially during the winter holidays when people return many of their gifts.
